Social media engagement and real-time marketing : using net-effects and set-theoretic approaches to understand audience and content-related effects
Year of publication: |
2023
|
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Authors: | Santos, Susana ; Gonc̦alves, Helena Martins ; Teles, Merícia |
Published in: |
Psychology & marketing. - New York, NY : Wiley Interscience, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 40.2023, 3, p. 497-515
|
Subject: | brand-moment congruence | FsQCA | involvement | real-time marketing | self-brand congruence | social media engagement | structural equation modeling |
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